BOOK REVIEW: 'Tough' takes hard look at Ford comms

This book on Ford Motor provides rare insight into the ways CEO Bill Ford interacts with his communications staff.

It's fascinating to learn, for example, that when disaster struck the Ford Rouge plant in 1999, killing several workers, Ford's first instinct was to rush to the scene - contrary to the urgings of his executive advisors.

Luckily, Ford went, and the bold gesture defined him as a caring boss in the minds of many company insiders.

There are also several references about the role Jim Vella, formerly head of PR and now chief of staff for Bill Ford, played as Ford sought to bring his company back from a long string of problems left behind by former CEO Jac Nasser.

Ford himself seems to be more than the stereotypical executive - he appears to truly care about things like the environment and his company's reputation.

But the company still faces many problems. The book errs in making it seem that Ford already has proven himself; he still has many challenges ahead.